Student Design Competition

 

Brands are increasingly embracing experience marketing as the fastest and most effective route to engaging consumers. To introduce the versatility and effectiveness of this discipline to emerging creative talent, GPJ created the industry’s first-ever student brand experience competition - “I’ve Got Game”.

Developed in partnership with Boston-based industry association The Ad Club and the city’s beloved Red Sox baseball team, New England students were challenged to create a hypothetical integrated brand campaign introducing the Liverpool Soccer Club (a Fenway Sports Group team) to the US audience.  To increase their chance of success, participants were encouraged to form teams mirroring the skill set intrinsic to great experience design such as strategy, 2D and 3D design, digital engagement and copywriting.

The competition was heavily promoted online via a dedicated microsite, Facebook page and Twitter hashtag “IveGotGame” resulting in millions of impressions and hundreds of team sign ups. The all star roster of judges from Reebok, TJX, Gillette, Life is Good, 5-Hour Energy, Liberty Mutual, CampusLIVE, the Boston Red Sox, GPJ and the Ad Club as well as design experts from the Design Management Institute and the AIGA whittled the entries down to the five strongest submissions and invited students from Boston University, New England Institute of Art, College of the Holy Cross and Emerson to pitch their ideas in person.

The strength of the work presented impressed everyone involved so much so that in addition to the awarding the top three teams with a cash prize, every student finalist earned a paid internship at GPJ as well.